De ROI van social media?
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Kunnen we het niet meten of willen we het niet weten?

Kunnen we het niet meten of willen we het niet weten?

Presentatie De Marketing Dagen 2012

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De ROI van social media? Presentation Transcript

  • 1. ROI van social media?Kunnen we het niet meten of willen we het niet weten? Ronald van der Aart | De Dagen Utrecht | 24 april 2012
  • 2. Gary Vaynerchuck WineLibrary.tv
  • 3. David M. ScottAuteur ‘Real-time Marketing & PR’
  • 4. “Half the money I spend on advertising iswasted; the trouble is I dont know which half.”
  • 5. Internetgebruik in NederlandForrester (Q2, 2010) via Upstream
  • 6. ROI?
  • 7. DoelstellingenBusiness case ROI?
  • 8. S.M.A.R.T.
  • 9. Social Media Score Card Ondernemingsdoelstellingen Return on investment Business planning Afdelingsdoelstellingen Social media doelstellingen Social media metrics
  • 10. Social media doelstellingenJeremiah Owyang (2010) Dialogue Advocacy external internal Support Innovation
  • 11. ROI?
  • 12. ROI = opbrengst – kosten x 100 kosten
  • 13. ‘investment’ ‘return’
  • 14. ‘Investment’•  Online news room.•  Uren.
  • 15. ‘Return’ Views. Shares.Traffic website. Leads. Sale. Reputatie.
  • 16. KLM SurpriseNajaar 2010
  • 17. ‘Investment’•  Mensen.•  Technology.•  Cadeaus.•  Implementatie.•  Promotie.•  Consultants.
  • 18. ‘Return’ Impressies. Customer loyalty.Goodwill. Reputatie. Ticket sales?
  • 19. Vodafone SmartPhone Crewwebcare | maart 2012
  • 20. ‘Investment’•  Mensen.•  Technology.•  Implementatie.•  Promotie.•  Bureau.
  • 21. ‘Return’ Call deflection. Minder ‘cases’.Retentie (‘double failure’). Customer loyalty. NPS. Sales?
  • 22. Webcare in Nederlandquickscan | april 2012
  • 23. ‘Investment’•  Mensen.•  Technology.•  Implementatie.•  Promotie.•  Bureau.
  • 24. ‘Return’Selectie nieuw bier. Nieuwe naam. Gratis figuranten.Actieve community. Customer loyalty. NPS. Merkreputatie.
  • 25. Share-of-voice2
  • 26. ROI Social Media PyramidAltimeter (2010)
  • 27. Step-by-step.Verken. Onderzoek. Verzamel. Business cases. Meet. Bereken. Bewijs. Return-on-ignoring.
  • 28. “Not everythingthat can becounted counts.And not everythingthat counts can becounted”via Albert Einstein
  • 29. Vragen? Meer informatie E ronald@repmen.com I repmen.com L linkedin.com/in/rvdaart T twitter.com/amazingpr F facebook.com/repmen